OBJECTIVES
The company wanted to publicise the rebrand of its business by reaching manufacturing businesses in specific process engineering sectors including aerospace, automotive and the members of relevant associations serving those industries.
PR STRATEGY
Using media relations via relevant industry trade publications, we would educate manufacturers about:
- The imperative of undergoing digital transformation in their businesses
- Streamlining production processes
- Working in a more agile way
- Gathering business intelligence for process improvements
- Capitalising on market opportunities, such as on-shoring initiatives.
By focusing on informing and educating manufacturers about the wider industry issues that would affect recovery from the Coronavirus pandemic, this gave Fitfactory the permission and platform to also raise awareness and visibility of its rebrand – something that the media does not automatically consider to be newsworthy.
PR ACTIVITIES
From an initial briefing and press release draft devised by the company, Metamorphic PR was tasked with reviewing, refining and tailoring the content to be effective in delivering newsworthy content and generating coverage in certain target publications.
Through exploring and questioning the existing angles and emphasis in the company’s initial draft press release, we were able to develop the information about the business rebranding to a harder-hitting news story that would resonate with the target media and, in turn, manufacturers.
Metamorphic PR also researched around the story to identify and include references to an independent research report commissioned by Make UK/Santander, which supported Fitfactory’s claims that manufacturing digitalisation would be critical to the post-Covid-19 recovery in UK industry.
